Featured Facebook Campaigns: Orbitz, Coca-Cola, Kia, Sears and American Express
Free vacations, playing with your food, the chance at a free car and helping others were the methods used by brands this week to recruit Likes and brand loyalty. While sweepstakes are always popular, in a twist this week we saw a few volunteer/charity integrations.
We’ve excerpted two of the campaigns below. You can see the full week’s coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of over 100 other featured campaigns by top-performing brands and businesses on Facebook.
Orbitz 50 Faves
Goal: Page Growth, Product Purchase, Network Exposure, Engagement
Core Mechanic: An app on the Page that asks users to invite their friends to the app, place a bid on their coveted vacation spot, and wait for a chance to win.
Method: The Like-gated app is really good at giving users the incentive to keep on playing and inviting more friends. Initially users get 5 bids, with each new friend that plays, users get one more chance to win. Users simply place “bids” on their favorite vacation spot, enter their information, and wait.
Impact: Because this game allows users to be continually engaged by placing as many bids as they can get friends to play, the Page seems to have grown significantly since last week, growing about 55,000 Likes since last week according to PageData. What’s more, there are lots of opportunities to publish to the stream, increasing the chances others will see or play.
Virtual Coca-Cola Freestyle
Goal: Engagement, Brand Loyalty, Network Exposure
Core Mechanic: An app on the Page that is a game allowing users to create and name their own unique mixes of Coca-Cola branded drinks.
Method: Users play the Like-gated app by selecting a cup on a virtual soda machine, then selecting what brands of drinks they want to mix into the cup, and in what quantities. Then they have a chance to name their drink, save it, publish to the stream and name their location; so far more than 1,000 locations have played the game.
Impact: The best part of the campaign is that it drives familiarity with a physical product before users see it in real life — there are quite a few of Coca-Cola’s products featured in this game — this soda machine is set to hit stores in the near future. The campaign was built in partnership with 360i and has grown about 6,000 Likes since last week, according to PageData.
How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of hundreds of Featured Campaigns by top-performing brands and businesses on Facebook.